Xiaomi Automobile is about to be officially delivered, and information about Xiaomi Automobile is constantly emerging recently. With the release of various information one after another, consumers' expectation and attention for this new car are becoming more and more concentrated. When the listing delivery date officially determined; the unveiled of super factory; strategy of Xiaomi automobile; and most importantly, the price of Xiaomi automobile, which is hotly debated again. Let’s see the detail.
Among them, Xiaomi SU7, which has received much attention, will be officially listed and delivered on March 28th. At present, it has appeared in stores everywhere and opened up a static experience. In this context, many bloggers and media have released interior photos of Xiaomi SU7 recently, which has aroused widespread concern.
Figure 1: High-definition picture of Xiaomi car interior (picture from network)
It is worth mentioning that Lei Jun, founder of Xiaomi Company, recently announced an important news, that is, Xiaomi Automobile Super Factory was officially unveiled. According to Lei Jun, Xiaomi Automobile Factory was built in two phases. The first phase was completed in June 2023, covering an area of nearly 720,000 square meters, including facilities such as No.1 to No.4 factories and test buildings, covering punching and welding, painting and power batteries. The second phase is planned to start in 2024 and is expected to be completed in 2025. This news also shows that the production base of Xiaomi Automobile already has considerable scale and advanced production facilities.
Figure 2: Lei Jun state Xiaomi super factory officially unveiled in weibo
At the same time, Xiaomi Automobile's channel strategy is gradually revealed. Lu Weibing, president of Xiaomi, introduced three types of Xiaomi automobile retail stores at the recent financial report meeting: direct delivery center, integration store of automobile and consumer electronics products and 2S store cooperating with automobile dealers. This diversified channel strategy will promote Xiaomi Automobile cover the user group more widely in the market.
In terms of products, Lu Weibing revealed the market positioning and pricing information of Xiaomi SU7. He said that SU7 is a C-class high-performance eco-technology car with excellent performance, configuration and experience. Although the price is high, he believes that users will approve this price after learning about the March 28th press conference. At the same time, he also put forward the phased goal of Xiaomi Automobile, hoping to enter the top three sales of luxury electric cars, and emphasized that Xiaomi pays more attention to user experience and word of mouth.
Market analysis shows that the pricing of Xiaomi Automobile will become a key factor in competition. Bloomberg Industry Research (BI) analysts predict that the average selling price of Xiaomi Automobile will be between 220,000 yuan and 260,000 yuan, and the sales volume in the first year will be 30,000 to 50,000 vehicles. In the highly competitive market environment, pricing strategy is very important to the market performance of Xiaomi Automobile.
According to sources related to Xiaomi Automobile SU7, the model will be available in standard version and high-end version, and the price of SU7 Max version is expected to exceed the top version of M5. Although it doesn’t mention that the selling price exceeded 300,000 yuan, this news still aroused consumers' concern about the pricing of Xiaomi automobile products.
In the face of these news, netizens state that the automotive "Not cater for Mi fans..." This also shows that the positioning of Xiaomi car is quite different from that of Xiaomi mobile phone, so who will pay for Xiaomi car? Let’s see.
